event marketing and promotion- sasa

8/18/2019 Event marketing and promotion- SASA

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Business Administration Discipline

Assignment for

Event Marketing & Management

A Hospitality Event for Sa Sa

Anniversary Dinner

Emily Yiu


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Executive Summary

Sa Sa International Holdings Limited ("Sa Sa") is a leading cosmetics

retailing group in Asia since 1978. Being one of the largest sole agents

in cosmetics in Hong Kong, Sa Sa represents over 100 international beauty brands in Asia. The business includes Hong Kong & Macau,

Mainland China, Singapore, Malaysia and Taiwan Region.

This year is the 35th anniversary of Sa Sa International. We are going

to hold a spectacular gala event on 28th April at The Mira Hong Kong.

The name of the party is “Manifest Beauty of Life” highlighted the

mission of Sa Sa to help people to make their life beautiful.

As the biggest sole agentsin cosmetics in Hong Kong,

we must attach

importance to the

anniversary dinner. We

wish we can bring a

hospitality experience

through our anniversary to

gratitude our honorable

guests.


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Background and Situation Analysis

The grand gala party will be held on 28th April at the ballroom of the

Mira Hong Kong. The party will have a cocktail time start at 6:30p.m

and the dinner will start at 8p.pm. It will attend around 600 peopleand they are our business partner representatives, key account and

agents, some senior employees and a number of most important

customers. All the attendees are our distinguished guest. So we wish

we can share our happiness to them make them to have a memorable

night.

Moreover, we would to invite the ambassador of Sa Sa, Kate Tsui, and

a of the group’s licensing brands, to celebrate with us such as Rain Li,

Jessica C, Vincci Cheuk, Miki Yeung, Vanessa Yeung, Mr. & Mrs.Brandon Chau. At the same time, we will introduce the officially

announced Ms. Vivian Chow to become the new ambassador, whom

with an ever young and pretty, kind-hearted image coincides perfectly

match with Sa Sa’s brand mission of “making life beautiful”.

By using the SWOT approach to analysis the event, the strength of the

event is that we can show to our guests that how success we are in

the past. Then we can give a reason for our stakeholders keep

supporting us. However, the weakness of the event is our organizer not

a professional. Besides, the opportunity of the event is, it is a good

way to have a communication with our guests and the threat is the

problem of the weather. This is the biggest problem to affect the

audiences will come or not.


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Marketing Objectives

“Our guests enjoy and satisfaction of the hospitality event and they

will continues to support Sa Sa. “ is the objective of our event.

This time we will organize a grand gala event to celebrate Sa Sa’s

birthday. We are going to invite around 600 guests to attend our

celebrate party. Sa Sa is an international company and the guests will

come from different cities. So we must make sure the anniversary

dinner is doing well and won let the guests down and disappointed.

After we set up the committee team, we will separate the team

member to different group and they will be responsible for different

job, such as the financial, the event design, venue decoration and theadministration. It can effectively to finish the work.

Aside from celebrate Sa Sa 35 anniversary year, we hope we can

hospitality our guests and employee. Besides, it is the time for Sa Sa

show how success in the past year. This can make our cooperate

partner believe in Sa Sa’s ability. On the other hands, we will invite

our important customers and senior employee, this is strength

customer relationship and raise staff sense of belonging to our

company. It is also beneficial for us to have a contact point to our

customers and establish good image through this anniversary dinner.


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Event Strategy

For providing an enjoyable and experiences event to our guests, we

will use the “five senses” approach to analysis how can our event be

rememberable.

Smell Element

Since we hope the guests can know they are attending Sa Sa’s

anniversary dinner, we would like to spray perfume in the venue. The

brand of the perfume is our own brand “Sasatinnie” and the smells of

the perfume must fresh and smell good. Besides, it can let people feel

ore own product. It is a way to promote our products.

Vision Element

To carry through the image of Sa Sa, we would choose pink as the

theme color of the event and using lace to make the venue become

romantic and elegant. At the reception place, we will put a gigantic

poster.


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We hope that when the guests entered the venue, they would know

they are participating in Sa Sa’s anniversary dinner. About the hues

and the brightness, we want to build a romantic environment, so that

the lighting of the venue will not too bright. The hues of the light will

be a warm color, like yellow.

Taste Element

Our anniversary dinner will hold at the Mira Hong Kong and the meal

is also provided by them. This time we choose the Chinese food for the

dinner. Although we are now an international company, most of our

guests are Chinese and we hope the dinner can let the foreign guest

experience the traditional banquet. We are confident to the Mira Hong

Kong can provide the delicious food to us. One of the food on the

menu is “Steamed giant longevity buns”, it is the food that people will

eat when birthday. That is the symbol of Sa Sa 35 birthday.

Touch Element

We will have emcee to lead the dinner from beginning till the end. The

emcee will ask questions to the guests and product interaction with

the guests. It can get the attention from the guests and increase the

involvement. Besides, our guests can join the cosmetic show. As we

would let the guest to decide which make-up artist is doing the best.

Hearing elementDuring the dinner, the guest apart from hear the emcee, they also can

listen to our new official ambassador, Ms. Vivian Chow to sing. Ms.

Vivian Chow presents a new song specially written for Sa Sa 35th

anniversary.


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Operation Plan

This time we choose to use the ballroom at the Mira Hong Kong. the

venue at there are infuse our event with space, natural light, and the

last word in refined settings and top-of-the-line technology. At the ballroom of the Mira Hong Kong there’s a wealth of options at our

disposal.

The size of the ballroom is 937 square meter (10,000 sq.ft.), to six

stunning signature concepts designed by lifestyle guru Colin Cowie.

And they have the hardware to match our in-house event planning

expertise.

Besides, we choose the menu of the Mira Hong Kong, they can provide2 hours professional photography before the dinner. About the venue

decoration, they also can provide the celebration backdrop. Then we

can save some of the budget on photography and decoration.

The Mira Hong Kong has a lot of experience on event and banquet.

They will responsibility the lighting. On the other hands, we also find

some professional people to in charge the lighting and the audiovisual.

What’s more, we need a stage and spotlight for the cosmetic show. All

these equipment can provide by the Mira Hong Kong.


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That is the floor plan provide by the Mira Hong Kong.


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Logistics Plan

Event logistics planning is important to ensure all equipment, facilities

and services arrive and set up at the right time, in the right place, and

in good condition for the event. In this event, we will find serviceproviders who are Logistics Company. This services provider can assist

in the planning, and implementation of an event marketing plan. They

can help us transport all equipment in the restaurant and set up all

equipment. It is convenience for us to organize the event. They are

professional in delivery and transportation. They can provide

something that we can’t do. By employment the logistic company, we

can save a lot of times and resource.

About the place of the hotel, Mira Hong Kong is at Tsim Sha Tasui inHong Kong. There is a shopping paradise which attracts so many

tourists to shop in there. The Mira Hong Kong is near to the MTR

station where people can easily to get there. It is also very convenience

to go there by other transports. Therefore, it is a benefit of choosing

the Mira Hong Kong be our event venue.


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Event Marketing Communication Plan

The team of administration and event design will cooperate together to

make sure the work do fluently.

As our event is private party, we will just invite our business partner

representatives, key account and agents, some senior employees and a

number of most important customers. So we do not need to do so

many promotions. However, we would send the invitation card to our

attendees. And the attendees need to bring the card when they attend

the party.

We will find a designer to help us design the invitation card to make

sure the card is meaningful and representative. Besides, the contentof the invitation card also be humble and show our sincerity to invite

our distinguished guests to attend our gala anniversary dinner.

All the attendees are our distinguished guests. We have the

information of our guests. So, we will send the invitation card to them

base on the information

that they provide to us. To

prevent our guests cannot

receives the invitation

card, we will send an emailto them first. To notice

them that they will receives

the invitation card after.

And give them a way to get

the card if they cannot

receive it by post.


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Human Resources Plan

After we set up an anniversary committee team, we have to design the

position of the team member such as the team chairman, the financial

team leader, the administration team leader, the event design teamleader and so on. The chairman of the team is the responsibility

manager to monitor and in charge the whole event. The other squads

will responsibility in different areas.

Each squad will assign the right people to do the right job and report

to the chairman in order to let the event run smoothly.

For example, the administration team needs to find the designer to

design the invitation card because we are not good at design. They will

contact our guests and ambassador to attend our anniversary dinnerto estimate the number of attendees. In addition, they also need to

invite two people to be the emcee of the event. Furthermore, design

the siting plan for the guests. It can help the guests have good

communication.

For the financial team, they need to calculate the cost of the whole

event and the need to control the expenses under the budget.

The event design team to design what type is the event, where the

venue is, what are the activities will include in the event, who will be

invite and when is the date of the event. What’s more, the team also

need to design the decoration of the venue, how can we organize a

hospitality event to our guests.

Every part of the committee team is very important! They are

interrelated, can’t lack any of them. All the squad to constitute a

committee team and makes the event run successfully.


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Event Budget

There is the budget that we estimate.

Cost Items Cost Element Price

Administration Invitation Card

Photocopy

HK$3000

Promotion and

publicity

Design fee for

invitation card

Gigantic poster

HK$1300

HK$2400

Venue Infrastructure HK$36660

Decoration The venue decoration HK$28980

Catering Food and beverage

Service Charge

Menu : HK$8,888 *

50= HK$444400

Drinks : HK$2,299

Service charge:

HK$55935

Production and

Staging

Stage, equipment

sound, lighting,

transport

HK$8000

Technical Services Logistic services HK$80000

Entertainment Souvenir HK$5000

Total HK$662,974


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The menu of the Mira Hong Kong:


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The menu of the Mira Hong Kong:

Implementation Plan

This year is Sa Sa 35 anniversary. To organize a spectacular gala

event, we started the plan a year ago. It is because we need to takeprecautions before it is too late. Especially the venue, we need to book

before a year, otherwise, we hard to find a place to hold the event. We

can reduce the limitation if we started plan early.

First of all, we will set up a team for organize the anniversary event. It

can help the event organize effectively. In addition, we need to design

the objective and the type of the even. What we want to do and what

we want to achieve thought the event. We chose to organize an

anniversary dinner to celebrate the birthday of Sa Sa. But theanniversary dinner is kind of private event because we are limited by

the budget. We will just invite our business partner representatives,

key account and agents, some senior employees and a number of most

important customers. We will design another activity to the public.

Secondly, we need to determent where should be the venue of our

event. We need to find a venue that can accommodate around 600

people and include a stage. Besides, the ballrooms of the hotel are full

booking always. So we need to make the decision and book the venue

as soon as possible. Finally, we chose the ballroom at the Mira Hong

Kong be our venue because the ballroom in there is big enough.

Furthermore, the package of the menu that provided by the Mira is

more suitable and under our budget.

Thirdly, since we would send the invitation card to our guests, so we

need to design the card and draft the context of the card. Then we can

send the card to our guests to invite them to attend the event. We

should notice them as early as we can, because we need to aside time

for them to arrange their schedule. Then, we need to confirm thenumber of attendees.

Next, we should design the decoration of the venue. We hope our

guests can know that they are attending Sa Sa’s anniversary dinner

when they entry the venue. So the decoration of the venue should

meaningful and symbol. Afterward, we need to do the design the siting

plan for all the guests. We hope our event not just to celebrate Sa Sa’s

birthday but also provide a change for our guests have communication

and interaction.


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Timetable

Date Content Final Decision

12/3/2012 to

2/4/2012

The anniversary

committing team

set up. Make the decision

of the event

objective and type.

Objective:

Event type: Anniversary Dinner

28/4/2012 to

30/5/2012

Doing the research

of the venue and

determine where is

the event venue.

The Mira Hong Kong

will be the venue of the

event.

3/6/2012 to 5/7/2012 Design the

invitation card

30/7/2012 to

15/8/2012

Send the invitation

card to the guest

Contact to the

ambassador Confirm the

number of

audience

20/8/2012 to 30/9/ Making the

gigantic poster

9/10/2012 to

20/12/2012

Design the

decoration of the

venue

5/1/2013 to 8/2/2013 Contact to the

logistic company

17/2/2013 to

28/3/2013

Decide the siting

To cope with the

unexpected

situation.


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Marketing Control and Evaluating Marketing Performance

Since this is a private event, so we just can collect the event result

internally. Therefore, to evaluation the weakness of the event, we will

have an evaluation meeting after the event to review the event. We willcollect the feedback from our employee and especially ask the

chairman of our company to see what we had done well and what we

need to improved.

Also, we will assign some staff to do the observation to keep watch for

the emotion of the guests. To analysis the feeling of our guests.

Collecting all this data can help us the make the event more prefect

next time.

event marketing and promotion- sasa

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